ADVERTISING

ADVERTISING; New Agency For Schrafft's

By Philip H. Dougherty

Published: December 18, 1987

The name Schrafft's, which has a bright and shining image to a certain age group of New Yorkers, is barely known to the up-and-coming generation.

This is especially true in this age of exotic ice creams, a category in which Schrafft's was once a leader. Messner, Vetere, Berger, Carey, whose people did the advertising that helped keep President Reagan in the White House the last time around, has been hired by Schrafft's Ice Cream Ltd. to do something about it. The product is available only on the East Coast, so the budget for next year is small, some $2 million. Romann & Tannenholz was the previous agency. The client has rights to the

Schrafft name, according to Walter Carey, agency president. It has licensed it for candy making to United Biscuit's Shaffer, Clarke & Company, and is thinking seriously of getting back into the restaurant business.